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Hunt And Brew has launched Extra Protein Milk, a new product that claims to offer the highest protein content of any dairy milk available in Australia. The product is now available in Coles stores nationwide, targeting a growing segment of health-conscious consumers.

Extra Protein Milk is marketed as a low-fat option that delivers 16g of dairy protein per 250ml serving, which is 80% more protein than standard dairy milk.

This innovation comes at a time when the dairy sector faces increasing competition from plant-based alternatives, prompting Hunt And Brew to seek opportunities within the traditional dairy category.

Jake Calabrese, senior brand manager at Hunt And Brew, said: “Recognising a distinct opportunity to innovate within the traditional dairy milk category, we developed our new premium high-protein milk to meet the growing consumer demand for convenient, clean and natural ways to boost protein intake”.

Sourced from farms in the renowned Margaret River and Southwest Western Australia, the milk is positioned as a clean label solution for consumers seeking to enhance their protein consumption without compromising on taste or quality.

Calabrese added: “This launch is about reinvigorating the dairy milk sector. While plant-based alternatives have surged ahead, innovation in fresh, white milk has remained largely stagnant”.

The formulation of Extra Protein Milk is designed not only for standalone consumption but also for versatility in various applications, including coffee, tea, breakfast cereals and smoothies. This adaptability aims to appeal to younger consumers and busy professionals who prioritise both health and convenience.

The decision to partner with Coles for this national rollout is expected to significantly enhance brand visibility and attract a new demographic back to the dairy category.